Why Businesses Should 'Act Human' on Facebook

No matter how much thought you put into your social media strategy, the real world can always interfere.

Robert Reimann spent more than a week hashing out a plan to boost sales and engagement on the Facebook page for his bike tour business, after being matched with Shane Johnston, a social media marketing consultant from Mashable's Small Business Panel. With Johnston's help, Reimann would launch a contest — along with Facebook ads to promote it — in order to attract more fans and build up an email list of customers, which he would then work to convert into sales.

Then the flood started

Germany, where Reimann and his business BikeSherpa are based, was hit with severe flooding earlier this month that forced tens of thousands of residents to evacuate. While Reimann's home in Dresden wasn't damaged, he had to help his sister move all her furniture and evacuate from her house along the Elbe river. Reimann also had to scramble to come up with new bike routes and re-book hotels for customers who had booked bike trips around the city.